The Federal Government of Nigeria is vigorously committed to implementing a comprehensive nationwide transition from analogue to digital broadcasting, Minister of Information, Lai Mohammed has stressed.
The Minister, while speaking, Tuesday at the launch of the Digital Switch Over in Kano, explained that the transition from analogue to digital broadcasting became has become very necessary following a treaty signed at a regional radiocommunications workshop at Geneva in 2016.
He explained that the transition over was aimed at ensuring a just, equitable and people oriented information society which would connect undeserved population and remote communities, thereby bridging the digital divide.
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He went on to add that government was equally prioritizing the DSO project given its critical position to the Post-Covid 19 recovery and prosperity of the creative industry
He said his ministry has commenced the process of implementing an audience measurement regime, which would go a long way in driving advertising spending on DSO.
‘Advertising community continues to rely on subjective factors when making decisions on the content they want, as opposed to how many viewers the content truly attracts.’ he stated.
‘Consequently, television platforms are subjected to renting out space on their channels to sustain their businesses and content producers are at the mercy of sponsors, a development which, unfortunately, skews the authenticity of their creativity output in favor of a few decision makers, instead of the millions of TV viewers,” said Mohammed
‘The existing model will never enable Nigeria’s Creative Industry to reach its full potential. It stunts the quality of the content that can be created and also limits the capacity of television platforms to invest in dynamic contents that consumers will be attracted to’ he submitted.
Mohammed regretted that over the years, the absence of a world class audience measurement regime has resulted in under-investment in the advertising sector.
AFRICA DAILY NEWS, NEW YORK
